Young British Columbians are more likely to try beauty products advertised by a celebrity they know and trust.
Vancouver, BC – Celebrity endorsements are influential to a minority of British Columbians, with the province’s residents appearing more susceptible to trying weight-loss products and sporting goods, finds a new Insights West poll conducted in partnership with CTV BC’s Steele on Your Side.
The online survey of a representative sample of British Columbians shows that one third (33%) would be likely to try a weight-loss product advertised by a celebrity they know and like.
There is no gender gap on the weight-loss category, but residents aged 18-to-34 (58%) are more likely to say they would try a celebrity-endorsed weight-loss product than those aged 35-to-54 (26%) and those aged 55 and over (12%).
While 18% of British Columbians would try sporting goods endorsed by a celebrity, the proportion of possible buyers jumps to 24% among male residents. Beauty products were particularly popular for the youngest respondents (27%).
The proportion of BC residents who would be likely to purchase other products—such as clothing, food, appliances and furniture—based on a celebrity endorsement is decidedly lower.
“British Columbians aged 18-to-34 seem to be more responsive to celebrity advertisements than their older counterparts,” says Mario Canseco, Vice President, Public Affairs at Insights West. “The one exception is sporting goods, where people aged 35-to-54 are just as likely as the youngest demographic to be swayed by an endorsement from someone they know and like.”
Despite these seemingly high numbers, most British Columbians (42%) say the last time they bought a product advertised by a celebrity, it was “about the same” as they expected. Similar proportions of residents believe the product was better (4%) or worse (6%) than they previously thought, while three-in-ten (31%) say they have never bought something advertised by a celebrity.
About Insights West:
Insights West is a progressive, Western-based, full-service marketing research company. It exists to serve the market with insights-driven research solutions and interpretive analysis through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations. Insights West is based in Vancouver and Calgary and has ten full-time and five part-time employees.
About this Release:
Results are based on an online study conducted from January 7 to January 8, 2014, among 600 British Columbian social media users who are aged 18+ and are Your Insights panel members. YourInsights.ca is Insights West’s in-house access panel offering on-demand samples for both clients and research suppliers looking for Western Canadian populations. The data has been statistically weighted according to Canadian census figures for age and gender. While statistical margins of error are arguably not applicable to online panels/online studies of this nature, we have assumed that the same margins of error apply as if it were a true unweighted random probability sample with a margin of error of +/- 4.0 percentage points, nineteen times out of twenty. To view the detailed data tabulations, click here.
For further information, please contact:
Vice President, Public Affairs, Insights West